How To Manage Content Creation For A Small Business Alone



I get asked this a lot: How can I manage the content creation of a small business alone? 

Content creation is time consuming, and creating all your content alone can lead you into a depression like the one in the picture above. 

Trying to do your content marketing alone is not sustainable, especially once your business gets to a certain size, and you have more tasks than you can cope with.

I’ve written a lot about the opportunity cost of content creation in Smart Insights’ Content Marketing ROI Guide

I know from first hand experience, and from working with small business owners and managers, that when your content creation system relies on you alone, trying to do everything alone will break you, demoralise you, and put you off content creation and distribution for ever.

If this sounds like you, and the content creation depression is happening to you, I suggest you take one big step back.

As a content creator you have to do a lot of specialist tasks, including: 

  • keyword research
  • content planning
  • writing
  • editing
  • headline optimisation
  • proofing
  • rewriting
  • adding images 
  • bolding and formatting 
  • correcting
  • optimising
  • measuring

etc …

For most people these tasks don’t come naturally, and they have to be learned. 

Over time, with practice, and some expert help, you’ll improve, but for now it’s enough to get the measure of your strengths and weakness, so that you can identify your weakest skills, and get the support you need to get out of the proverbial content marketing depression. 

In my opinion, one should always do one’s own content strategy, content governance, editorial planning, search optimisation and dissemination, but I also believe that you should outsource skills that take a long time and lots of effort to learn, like design.

Outsourcing difficult disciplines is a good investment for two good reasons:

  1. Freelance experts are better and quicker than you, and that’s because they spend all their time perfecting  that one specialized skill.
  2. Outsourcing something you’re not good at and never will be, frees you up, and allows you to spend more time on the parts of marketing that you’re inherently good at.

Since your content marketing process is the means by which you attract, engage and convert new customers to your business, then it goes without saying, that your content needs to show a positive return on investment. If you have a content marketing strategy in place, then you ought to be able to measure your content effectiveness via the appropriate metrics and KPIs 

I know what you’re thinking: This feels risky, and it is, which is why you need to have a strategy in place, and invest in content marketing coaching.

how to calculate content marketing roi for small business

The message is simple: when you hire intelligently, you get a positive return, but perhaps more importantly, hiring outside help frees you up to do the work you’re good at, which you know is essential for growing the business.

So, how do you find the right people to do content anyway?

To be honest, it’s not easy, but over the course of time, through trial and error, I have learned to select specialists I trust, and whose skills in design, web development, video, coding, and graphics compliment my own.

My big tip is to take your time, know what you can and can’t do, and be clear about what you want to achieve

Rushing or panicking are the two biggest mistakes, because there are always people ready, skilled and able to help. 

If you’re not sure, and you just want punctual advice on a content creation challenge, book a time to chat, it’s easy and it’s free. 

Please comment below, and share this post with people who struggle to create quality content alone.




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